Dairy Crest has capped 24 hours of innovation with the addition of an extra mature variety of its Cathedral City brand’s 550g block cheddar range.
Its introduction complements Cathedral City’s recently launched mature, mature lighter and mild variants, and “aims to encourage greater usage across more meal occasions by those who enjoy a strong flavour profile cheese”.
We covered the beginning of Dairy Crest’s busy day of innovation when we revealed that the dairy producer was adding mild and mature lighter varieties of its Cathedral City miniature snacking cheeses.Then, Dairy Crest launched three new flavours of its block cheddar range: smoked, caramelised onion and sweet chilli. The announcements have significantly bolstered Cathedral City’s product offering across a range of its cheese formats.
The introduction of Cathedral City extra mature 550g was inspired by the recent trend for larger block cheese that has seen pack sizes of 500g or more grow their share of the block cheddar market to 16% during the last year.
Cathedral City marketing manager Elaine McCague said: “We’re pleased to bring our delicious extra mature strength to market in the new 550g format. As our second most popular strength we have naturally looked to offer shoppers more format choice in the extra mature portfolio to correspond with the growing trend towards larger block cheddar, perfect for all household meal occasions. Cathedral City extra mature is matured over many months leading to a richer, more distinctive flavour that can really hold its own in any usage application.”
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